Faiza Bouguessa, founder of Bouguessa, discusses the power of aesthetics in brand building and introduces upcycled textiles for FW24.
What was the catalyst to launch the brand?
The catalyst for Bouguessa was the urge I had for years to create my own fashion brand. I saw a gap in the market for a luxury fashion label that combines modest wear within a range of ready to wear with minimalism, refinement and sophistication while subtly embracing the codes of international fashion trends. I wanted to create a brand that elevates women’s confidence – one that was born in the Middle East but speaks to women globally through its timeless and empowering designs.
What are the core values that define the Bouguessa aesthetic?
At the heart of Bouguessa is a commitment to quiet luxury, quality craftsmanship, and empowering women through timeless, versatile pieces. We aim to create garments that transcend trends, allowing women to express their style in a way that feels authentic. Partnering with Harvey Nichols – Dubai felt natural as their discerning clientele values exclusivity and high-quality fashion, aligning perfectly with our brand ethos.
What are some challenges you faced with the FW24 collection?
For FW24, we introduced upcycling as a key approach for the first time. We wanted to give new life to some of our iconic pieces from last year by reimagining them with enhanced details. For instance, the Osa coat and Hend long trench coat were updated with fresh, two-tone variations. This allowed us to not only create new designs but also reduce waste and stay true to our commitment to sustainability. Alongside these, we incorporated modern tweed, cashmere, and bold silhouettes to offer a balance of innovation and timeless elegance.
As a young, independent designer how do you navigate the global market and the increasing pressure in fashion?
Navigating the global market requires a balance of staying true to your brand identity while adapting to the industry’s fast pace. I focus on maintaining authenticity in Bouguessa’s designs and ensuring that every piece reflects our core values. Building a strong team and network has also been crucial. The pressure can be intense, but I believe in creating at a sustainable pace and staying committed to our long-term vision.
What are your favourite pieces from the exclusive collection available at Harvey Nichols – Dubai?
The two-tone Zelda suit and the Loujean shirt are two of my favourite pieces from this collection. They represent the perfect balance between structure and comfort, with subtle two-tone details that give them a modern yet timeless edge. These pieces speak to Bouguessa’s core values of understated elegance and versatility.
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What were the highlights at the private suite takeover you had recently at Harvey Nichols – Dubai?
The private suite takeover was such an exciting opportunity to offer an intimate and personalised shopping experience. Guests had exclusive access to the collection and the chance to engage with the brand on a deeper level. It was also a great opportunity for me to connect with the Harvey Nichols customers, understand their needs, and celebrate the craftsmanship behind each piece in a unique, luxurious setting.
“Seeing how our pieces resonate with different cultures and are styled in ways that reflect each individual’s personality is a constant source of inspiration. It feels like we’ve created more than just clothing – we’ve built a community of empowered women”
Your pieces have become a core part of wardrobes on a global scale – how does this feel?
It’s incredibly humbling and rewarding to know that Bouguessa has become a go- to brand for women worldwide. Seeing how our pieces resonate with different cultures and are styled in ways that reflect each individual’s personality is a constant source of inspiration. It feels like we’ve created more than just clothing – we’ve built a community of empowered women.
This is The Precious Issue – what’s one precious piece of advice for designers wanting to start their own line?
Stay true to your vision but remain adaptable. Fashion is an ever-evolving industry, and while it’s important to be patient, to hold on to your core values, you must also be open to learning and adjusting along the way.
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